Frasers Group has announced plans to launch Sports Direct across five new markets in southeast Asia and India.

The plans include the opening of more than 350 Sports Direct stores in the region long-term.

The new markets include India, the Philippines, Thailand, Vietnam, and Cambodia, with the company also expanding further into Indonesia.

The move forms part of an expansion of its partnership with MAP Active, a sports, fashion, and distributor operator in south Asia.

The company said it would use MAP Active's infrastructure, local expertise and distributed brands to position Sports Direct as the "premier sports retailer in the region."

Michael Murray, CEO of Frasers Group said: “We’re excited to announce further expansion of our successful partnership with MAP Active to five dynamic new markets where we see potential for long-term growth.

"Building on Sports Direct’s proven sports retail proposition and MAP Active’s market expertise, we look forward to growing our footprint and offering best-in-class brands to consumers in the region," said Michael Murray, chief executive, Frasers Group.

The chief exec said that the business sees potential for long-term growth in each of the five new markets.

Last October, Frasers Group acquired a significant non-controlling stake in Hudson Malta, a prominent retail and distribution business operating across 36 African countries.

The strategic move marked a crucial step in Frasers Group's international expansion plans, particularly within the EMEA (Europe, Middle East, and Africa) region.

The investment facilitates the launch of Sports Direct and USC stores in Malta, with the first outlet opening in 2024.

Additionally, the partnership aims to accelerate Sports Direct's expansion across Northwest Africa.

A month before, the British retail giant unveiled plans to significantly expand its presence in the Benelux region, with multiple stores opened across the Netherlands, Luxembourg, and Belgium by the end of 2024.

The move formed part of the company's ambitious international expansion strategy, solidifying its position in the European sports retail market.

Last month, Sports Direct launched a new membership programme designed to reward loyal customers with personalised offers and exclusive benefits.

Frasers Group said that it would work closely with brands, including Everlast, to give Sports Direct members tailored rewards that are available both in-store and online.

Brand benefits include free access to the Everlast Gyms fitness app and discounted Everlast Gyms membership.

The membership also offers personalised recommendations based on previous purchases; real time alerts and push notification; and a members pass in app or digital wallet.

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